Burberry Shenzhen store © Courtesy of Burberry
In view of the COVID-19 related restrictions, the Burberry Spring/Summer 2021 Fashion Show will virtually engage with viewers on Twitch, the Amazon-owned video live streaming service. The British luxury fashion house Burberry, in partnership with Twitch, plans to bring to its global community an immerse viewing experience of its Fashion Show set in the British outdoors.
The Burberry Fashion Show will use Twitch’s unique Squad Stream functionality, with the brand’s hosts live streaming the show together in one window. This will provide virtual guests with the ability to view multiple perspectives of the show at once and converse through Twitch’s chat function, creating a personal, inclusive experience.
Commenting on how the Burberry Fashion Show will virtually engage with viewers, chief marketing officer, Rod Manley, said, “Burberry has always been a brand of firsts and partnering with Twitch continues this legacy. Twitch unlocks an exciting new space where our Burberry community can be digitally transported to feel like they have a virtual seat at our live show. It is an interactive experience where guests can connect with both our brand and each other whilst personalising their viewing journey.”
Inspired by the fashion house’s longstanding desire to push the boundaries in digital innovation, the collaboration with Twitch is the next step in Burberry’s journey to continually engage with its community through curated content and experiences.
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